Online store positioning - a complete guide for entrepreneurs

Have you ever had a great product, a polished online store and... no customers? It's a frustrating feeling, isn't it? You see competitors selling, appearing high in Google, while your site seems invisible.

This is no accident. The Internet has its own rules, and one of the key elements of success is theSEO - positioning of an online store. This is what makes some stores attract thousands of customers, while others sink into the depths of the Internet, unnoticed by anyone.

As the owner of a small or medium-sized company, startup or family business, you probably don't have the time to keep track of every Google algorithm change. Instead, you know that without customers, your business doesn't make sense. That's why this guide was created for you - without unnecessary jargon, but with practical tips you can implement step by step.

Positioning an online store is not black magic, but a process that requires strategy, consistency and the right approach. And now it's time to take the first step -Understanding what SEO actually is and why it is absolutely crucial for your online store.

What is online store positioning and why is it crucial?

Definition of SEO and its importance for online stores

Positioning of an online store, that isSEO (Search Engine Optimization), is the process of optimizing your website so that it appears as high as possible in the search results of Google and other search engines. In short, the goal of SEO is to make it easy for customers to find your store when they are looking for the products you sell.

SEO is particularly important for e-commerce because:

• It increases the visibility of your store and helps you gain new customers.
• Lowers marketing costs - a well-positioned site attracts users without having to pay for ads.
• It helps build a long-term competitive advantage - once gained, high rankings in Google can benefit you for years.

Without a proper SEO strategy, your store may simply not exist in the eyes of potential customers. Even if you have a great product and attractive prices, without website traffic, no one will know about it.

Differences between SEO for stores and SEO for business sites/blogs

Running a company website or blog is very different from positioning an online store. While a company website usually has a few key subpages ("About Us," "Services," "Contact Us"), an online store has dozens and often even thousands of product pages and categories. This makes it imperative that the SEO strategy be tailored to the specifics of e-commerce.

Key differences:

• More subpages - Each category and product needs to be optimized, and the content needs to be unique.
• Conversion orientation - SEO for an online store is not only to attract traffic, but above all it is supposed to lead to sales.
• Specificity of key phrases - In e-commerce, users often type very precise queries, such as "black Nike athletic shoes size 42" instead of "athletic shoes."
• Need for technical optimization - Page loading speed, link structure and indexing of hundreds of subpages are key elements of success.

If you have 500 products in your store, this means that Google has to correctly index not only the home page, but each of these sub-pages. If there are errors, such as duplicate content, incorrect page indexing or lack of mobile optimization, it can significantly lower your search engine visibility.

How Google and other search engines work - key aspects of the algorithm

Google uses algorithms that evaluate each page for its quality, relevancy and value to the user. It's not enough to "drop" a store online and wait for Google to find it - the search engine must recognize that your site isworth showing in TOP10 results.

The most important factors that affect the positioning of an online store:

• Relevance of content - Your product descriptions, categories and blog articles must be responsive and contain the right keywords.
• Store structure - The logical organization of categories, subcategories and products helps both users and Google robots navigate the site.
• Page loading speed - Slow-moving stores lose customers and may drop in search results.
• Adaptation to mobile devices - More than half of users browse the Internet on smartphones, so responsive website design is a must.
• Quality of links leading to the store - if valuable websites link to your store, Google treats it as more trustworthy.
• Uniqueness of content - Copying product descriptions from manufacturers or competitors may result in lower positions in search results.

Google analyzes these and many other factors to decide whether your store should appear higher than the competition. The better you optimize your site, the better chance you have of ranking high in search results.

Benefits for your business

Why invest in SEO instead of relying solely on paid advertising? Positioning your online store has long-term benefits that can significantly increase your sales.

1. increase organic traffic

A well-optimized site attracts more users without having to spend money on Google Ads or Facebook Ads. The higher your search engine ranking, the more traffic your site will get.

2. better visibility in search results

If your store appears high on popular user queries, you build your brand and increase trust in your business. Customers are more likely to choose stores they see on the first page of search results.

3. higher conversion and sales

SEO is not only about increasing the number of visitors, but also improving the conversion rate. A properly optimized online store guides the user through the purchase path in a smooth way, making it easier to complete the transaction.

Bottom line - if your store is not visible in Google, it's as if it doesn't exist. SEO allows you togain new customers, reduce advertising costs and increase sales without having to constantly invest in paid marketing campaigns.

In the next chapter we will discussthe first steps to take to successfully position your online store and avoid common mistakes that can block its development.

Technical optimization of the online store (SEO On-Page).

Technical optimization is the foundation of successful SEO for an online store. Even the best content and marketing campaigns won't work if your store has a poorly designed structure, is slow to load or isn't adjusted for mobile devices. In this section, we will discuss the most important aspects of technical SEO for e-commerce.

3.1 Store structure and UX

A well-planned structure of an online store is the key to convenient navigation for users and better indexation in Google. Correct category hierarchy, clear URLs and internal linking help both customers and search engine robots.

Hierarchy of categories and subcategories

• The structure of the store should be logical and clear -The simpler the navigation, the better.
• The basic principle: every site should be accessible in thea maximum of three clicks from the home page.
• Example of category structure:

/sports-shoes/ →/sports-shoes/men's/. →/sports-shoes/men's/nike/.

• Avoid overly complex structures, such as.
  /products/clothing/menswear/shoes/sports/brands/nike/.
  - The deeper the structure, the harder it is for the user and Google's robots to reach the content.

How to create friendly URLs?

• URLs should beshort, clear and include keywords.
• Bad URLs:
• • /p1234
  • /index.php?id=87564
• Good URL-e:
• • /sports-shoes-nike
  • /smartphones-apple-iphone-15

Navigation and internal linking

• Add main menu With the most important categories and filters.
• Use internal linking - link related pages (e.g., you can link to related categories in the product description).
• Breadcrumbs (bread crumbs) - make navigation easier for users and help Google understand the structure of the site (e.g.Home > Sports Shoes > Men's).

3.2 Content optimization

Good content in an online store not only helps SEO, but also convinces customers to buy. Product descriptions, categories and blog content should be unique and optimized for SEO.

Product descriptions vs SEO - how to write effective descriptions?

• Avoid copying descriptions from the manufacturer - Duplicate content reduces visibility in Google.
• Use keywords naturally - For example, instead of "Nike shoes," use "Lightweight Nike Air Max athletic shoes ideal for running."
• Add technical specifications - Customers are looking for detailed information.

Categories and subcategories - how to optimize content in the store?

• Each category should haveunique description With key phrases woven in.
• Avoid empty categories - If you have categories without products, hide them from users and Google.

Company blog as SEO support

• Creating how-to articles (e.g., "What running shoes should I choose?") helps attract traffic from long tail keyword phrases.
• A blog can link to products, improving their position in Google.

3.3 Meta tags and headers

Well optimizedmeta tags and headingsH1, H2, H3 They help Google better understand the content of the site and improve CTR (Click-Through Rate).

How to write effective titles and meta descriptions?

• Page title (meta title) should be short (50-60 characters) and contain the main keyword, such as:
  "Nike Sports Shoes | Online Store - Fast Delivery".
• Meta description Should be encouraging and informative (120-160 characters):
  "Discover comfortable Nike athletic shoes - perfect for the gym and running. Fast delivery, free return."

Structure of H1, H2, H3 headings - how to use them correctly?

• H1 - Only one per page (e.g., "Sports shoes - the best choice for active people").
• H2 - Headings for subsections (e.g., "What sports shoes should I choose?").
• H3 - for additional information (e.g., "Running shoes vs. gym shoes - key differences").

3.4 Optimization of graphics and multimedia

How to reduce the size of photos without losing quality?

• Use tools such as TinyPNG, ShortPixel or Smush to compress images.
• Choose the right format -JPEG for photos,PNG For graphics with transparency.

WebP format as the new standard in e-commerce

• WebP reduces file size by about 30% compared to JPEG and PNG, with no apparent loss of quality.
• Google favors stores that use modern image formats.

The importance of ALT descriptions for graphics

• ALT descriptions help Google understand what is in the image, such as:
• • Wrong ALT description: "shoes1.jpg"
  • Good description ALT: "Black Nike Air Max athletic shoes for men".

3.5 Mobile-First Indexing - store responsiveness

Why does Google prefer mobile versions?

• Google evaluates sites for their performance on mobile devices - if your store is not responsive, it will drop in search results.
• More than 60% of e-commerce traffic comes from mobile devices.

How to check if your store is well optimized for mobile devices?

• Take advantage ofGoogle Mobile-Friendly Test - will show whether the site works properly on smartphones.
• Make sure thatmenus, buttons and images Are readable on small screens.

3.6 Page loading speed

How to optimize the speed of your store?

• Minimize JavaScript and CSS code.
• Use a CDN (Content Delivery Network) to speed up content loading.

Speed analysis tools

• Google PageSpeed Insights
• GTmetrix
• WebPageTest

Lazy Loading and other optimization techniques

• Lazy Loading delays the loading of images until the user scrolls the page toward them.
• Reducing the number of plug-ins and scripts can significantly speed up the site.

Link building - how to get valuable links to your store?

Link building, or gaining links leading to your store, is one of the key elements of SEO. Google treats links as "votes of confidence" - if other sites recommend your store, the search engine considers it more valuable and increases its visibility in search results. However, not every link works to your advantage - some can even harm you.

In this section, we will discuss how to build valuable links and what mistakes to avoid in order not to expose yourself to penalties from Google.

4.1 Types of links and their impact on SEO

Not every link is equal. Google distinguishes between different types of links and takes into account their quality and context.

Internal links vs. external links

• Internal links - Lead to other pages on your store. They are crucial for UX and SEO, helping Google robots understand the structure of your site. Examples:
• • In the product description you link to a related category:"See also other sports shoes"..
  • In the blog article "What running shoes to choose?" you link to products in your store.
• External links (backlinks) - are links leading to your store from other websites. They are a key Google ranking factor, but they must come from worthy sources.

High and low quality links - how to avoid Google penalties?

Google evaluates link quality by considering several factors:

✔High quality links:

• They come from reliable, thematic sites (e.g., industry portals, expert blogs).
• They are placed in the context of valuable content (for example, an article about running shoes links to your shoe store).
• They have natural anchor texts (e.g."check out the running shoes". instead of"click here").

✘Low-quality links that can do harm:

• They come from link farms and suspicious sites (e.g., low-quality directories, spam blogs).
• They are bought in bulk - Google recognizes artificial links and can impose a penalty (algorithmic filter).
• Have unnatural anchor texts, such as the exact key phrases in each link ("cheap sports shoes" In hundreds of places).

To sum up - it is quality, not quantity, that counts. It is better to getsome valuable links from reputable sources than hundreds from shady sites.

4.2 Where to get valuable links?

Link building requires a strategic approach - here are some proven methods for gaining valuable backlinks.

Company directories and industry portals

• Google My Business - Registering your store with Google helps with local SEO.
• Industry directories - E.g. Panorama of Companies, Zumi, e-commerce directories.
• Thematic portals - if you sell sports equipment, it's a good idea to add your store to fitness sites.

Collaboration with bloggers and influencers

• Sponsored articles - bloggers and portals can write reviews of your products with a link to your store.
• Product tests - you can send your product for review in exchange for a link on the blog.
• Influencer marketing - Working with people who have a large community on Instagram, YouTube or TikTok can bring valuable links and additional sales.

Links from online forums and thematic groups

• Industry forums - Engaging in forums related to your industry and posting links in a natural way. Example: if you sell bicycles, it's a good idea to engage on forums for cyclists.
• Facebook groups, LinkedIn - By answering users' questions and recommending your products, you can naturally gain links and traffic.

Important:don't spam with links! Google easily recognizes unnatural patterns and can impose a filter on your site.

4.3 Avoiding link building mistakes

Not all link acquisition methods are safe. Here are the most common mistakes that can harm your store.

What is Black Hat SEO and why should it be avoided?

Black Hat SEO is a practice that goes against Google's guidelines and can result in a penalty for the site.

Examples:

• Bulk link buying on low-quality sites.
• Automatic link generation on forums and blogs (known as link spam).
• Creating fake websites just to link to your store (known as Private Blog Networks - PBN).

Google regularly updates its algorithms and detects artificial linking schemes. Sites using Black Hat SEO can fall in search results or disappear from the index altogether.

What links can hurt your store?

• Links from low-quality directories and spammy sites.
• Links from sites that are not thematically related (e.g., if you sell clothes but link from a site about cryptocurrencies).
• Links from suspicious sites with low-quality content (e.g., sites with pornography, gambling, link farms).

What to do if you have toxic links?

If you notice links to your store from suspicious sites:

• You can contact the site administrator and ask for their removal.
• Take advantage ofGoogle Disavow Tool - a tool that allows you to notify Google that you don't want it to consider given links in the rating of your site.

Summary

Link building is a key element of SEO, but it must be carried outstrategically and in line with Google's guidelines.

• Focus onvaluable links From reputable sites, blogs and industry portals.
• Avoid Black Hat SEO schemes and artificial linking.
• Engage on forums and social media to gain natural links.

A well-planned link building strategy will help your store achieve better search engine visibility, attract more customers and increase sales.

In the next section we will discussLocal SEO and its importance for online stores - That is, how to position your store in local searches, even if you run an online business.

Positioning of products in an online store

One of the most important elements of SEO in e-commerce is optimization.product sheets. Good product descriptions not only help you get higher search engine rankings, but also increase conversions - that is, they realistically translate into sales.

What features should an optimized product description have?

The product description should beuser-friendly and optimized for SEO. Here are the key principles:

• Uniqueness - Copying content from other sites lowers your position in Google.
• Natural use of keywords - For example, instead of "Men's T-shirt," you might want to use "Men's cotton T-shirt perfect for summer."
• Clarity and concreteness - Highlight the key features of the product and its advantages.
• Structure - applyheadings, bulleted lists and bolding, to make it easier to read.
• Call to action (CTA) - For example, "Buy now and receive in 24 hours!" encourages purchase.
• Technical data - The more details, the better for the user and SEO.

Example:
Wrong: "Sports shoes, different colors."
Right: "Lightweight Nike Air Max athletic shoes, available in black and white. Ideal for running and everyday use. The cushioned sole and breathable mesh ensure all-day comfort."

Creating unique descriptions - why does copying from a manufacturer hurt?

Many store owners make the same mistake -copy product descriptions directly from the manufacturer. Why is this a problem?

1. Google treats duplicate content as "duplicate content" - if multiple stores use the same description, the algorithms don't know which one is the original source, which can lower the visibility of all the pages.
2. Failure to stand out from the competition - if a customer sees an identical description in several stores, yours will not stand out.
3. Lower value for the user - Unique, well-written descriptions increase engagement and conversion rates.

Solution:

• Create your own descriptions, tailored to the target group.
• Add your own tests and opinions - highlight the real advantages of the product.
• Use storytelling - Describe how the product can solve the customer's problem.

The role of customer reviews in SEO

Customer reviews havehuge impact on positioning and sales. Google takes reviews into account as an indicator of quality and trust.

Why care about feedback?

• Increase conversions - Users are more likely to buy products with reviews.
• They help with SEO - User-generated content enriches the site with additional keywords.
• Support the long tail (long-tail keywords) - Customers often write detailed information in reviews, such as "great shoes for running in the rain."

How do you encourage customers to leave feedback?

• Sendautomatic e-mails After purchase with a request for review.
• Offerdiscounts or loyalty points For adding your opinion.
• Enable the addition ofphotos and videos - This adds credibility to the review.

SEO vs. conversion - how to turn traffic into sales?

Good SEO attracts users to your store, but that's only half the battle. If visitors don't make a purchase, the traffic is useless. That's why it's so important to combineSEO with Conversion Rate Optimization (CRO).

What factors affect conversion?

• Page loading speed - free stores are losing customers.
• Availability of information - Clear presentation of products, price, delivery costs.
• Trust - Customer reviews, SSL certificates, return policy.
• Intuitive navigation - The user should find the product in seconds.
• Responsiveness - The store must work perfectly on phones and tablets.
• Simple buying process - minimum number of steps to finalize the transaction.

A common problem:High traffic, but no sales.
Possible causes:

• Complicated order form.
• High delivery costs hidden until finalization.
• Lack of trust in the store (e.g., no contact information).

Correct structure of CTAs (calls to action)

A CTA (Call To Action) is one of the most important elements of a conversion. A well-designed CTA button should:

✔Be visible - Contrasting color, appropriate size.
✔Have a clear message - Instead of "Click here" better "Add to cart" or "Buy now with discount".
✔Generate a sense of urgency - "Offer valid today only!" or "Order before 4pm, delivery tomorrow!".
✔Be placed in strategic locations - Close to the product description and price.

Examples of effective CTAs:

• "Buy Now - Delivery in 24 hours".
• "Order and receive a 10% discount".
• "Check availability - only 3 pieces in stock".

A/B testing - how to optimize the site for the user?

A/B tests help determine what changes to a page increase conversions. They involve comparing two versions of the same page and analyzing which one works better.

What can be tested?

• CTA button colors and text.
• Product page layout (e.g., does a photo on the left or right generate more sales?).
• Length of the order form - the fewer fields, the better.
• The way the price is presented - e.g., "£199" vs. "Only £199 - promotion!".

A/B testing tools:

• Google Optimize
• Hotjar
• VWO

With regular testing and optimization, you can gradually increase the conversion rate and make the most of SEO-generated traffic.

Summary

SEO is not only positioning, but alsothoughtful actions to increase sales. Key aspects:

• Unique product descriptions They help with SEO and encourage purchases.
• Customer reviews increase trust and improve visibility on Google.
• Good CTA structure iintuitive purchase path raise the conversion rate.
• A/B testing allow you to optimize and increase the effectiveness of your store.

With a combination of SEO and conversion optimization, your store will not only attract more customers, but alsowill turn traffic into real profits.

In the next chapter we will discussSEO tools to help monitor and analyze the effects of your efforts.

SEO tools - what is worth knowing and using?

SEO is not only about optimizing your site, but also about regular analysis and monitoring the effects of your efforts. Fortunately, there are many tools that can help you track your progress and detect errors before they harm your store.

Google Search Console - basic analysis and error monitoring

Google Search Console (GSC) is aabsolute basis For every online store owner. It allows you to check how Google sees your site and whether there are any errors affecting SEO.

Key features:

• Monitoring indexation - You check which subpages are visible in Google.
• Organic traffic analysis - You can see what phrases users are finding your store for.
• Error detection - For example, problems with indexing, slow page loading or 404 errors.
• Inbound link analysis - You check what sites are linking to your store.

How to use?

1. Register with Google Search Console.
2. Add your site and verify ownership.
3. Regularly check reports and fix errors that may affect SEO.

Google Analytics - analysis of traffic and user behavior

Google Analytics (GA4) is another tool you need to know. It shows,How users behave on your site and allows you to analyze the effectiveness of your SEO efforts.

What can you check in Google Analytics?

• Traffic sources - How many users come from Google search, ads or social media?
• User behavior - Which pages do they visit most often? Where do they most often leave the store?
• Conversion rate - How many people buy after entering the site?
• Analysis of the purchase path - How do users go through your store and where do they give up?

How to use?

1. Connect Google Analytics with Google Search Console.
2. Track where traffic is coming from and which pages are converting best.
3. Optimize content and UX based on real data.

Senuto, Ahrefs, Semrush - position and link monitoring

If you're serious about SEO, it's a good idea to use professional tools for keyword analysis and linking.

• Senuto - Great for visibility analysis and key phrase selection in Polish.
• Ahrefs - One of the best tools for analyzing inbound links (backlinks).
• Semrush - A comprehensive platform for Google position monitoring, competitive analysis and linking.

Why use them?

• You will check, onwhat keywords your store appears And whether its visibility is growing.
• You can findpages linking to your store and you'll see which ones are worth removing (such as low-quality links).
• You will compare your site with your competitors and see what phrases are worth adding to your content.

Screaming Frog - technical SEO audit

Screaming Frog is a tool that allows you todeep SEO technical audit. It is especially useful for larger online stores.

What will you check?

• 404 errors - Pages that don't work and can hurt SEO.
• 301 and 302 redirects - Are they set up correctly?
• Missing meta tags - e.g., page descriptions and titles.
• Problems with indexing - E.g., can Google see all products?

Screaming Frog helps detect issues that may be blocking your store's growth in search results.

How to measure the effects of positioning?

SEO is a process that requires monitoring and analyzing results. How do you know if your efforts are producing results?

Key performance indicators (KPIs) for SEO.

Basic indicators to follow:

• Key phrase positions - On which page of Google is your store located?
• Organic movement - How many users come to the site from Google?
• Conversion rate - Does SEO translate into sales?
• Time spent on the site - Are users actually reading the content?
• CTR (Click Through Rate) - How many users click on your links in Google?

How to check the positions of key phrases?

Monitoring the position of phrases is the basis of effective SEO. You can use:

• Google Search Console - free, but shows a limited number of phrases.
• Senuto, Ahrefs, Semrush - More accurate paid tools.

It is worth checking regularly,whether key phrases are rising or falling, and adjust the SEO strategy.

How to analyze organic traffic and conversions?

• Google Analytics will show,How many people get to the site and how they behave.
• If traffic is increasing, but conversions are dropping - it's worth checking the UX and content in the store.
• OptimizeProduct cards, loading speed and shopping process, to increase sales.

SEO budgeting - how much does effective SEO cost?

SEO is a long-term investment, but how much is actually worth spending on store SEO?

Does cheap SEO for online stores make sense?

Many entrepreneurs are looking forcheap SEO deals, but is it worth it?

• Very inexpensive services (e.g., $300-500/month) are often based on automated methods (link spam, low-quality content).
• Google may impose a filter For unnatural links - regaining position is difficult and expensive.
• Professional SEO takes time - the first effects are visible after a few months, but then they grow exponentially.

It is better to invest wisely and gradually than to waste money on ineffective services.

How much is worth investing in SEO to get started?

• Small store (little competition) - 1000-3000 PLN/month.
• Medium-sized store (several product categories, more competition) - PLN 3000-7000/month.
• Large store (large-scale e-commerce) - 7000+ PLN/month.

In-house costs vs. working with an SEO agency

• Standalone SEO - cheaper, but requires knowledge and tools.
• SEO Agency - more expensive, but gives professional support and faster results.
• Combination of both options - E.g., internal optimization + working with a link building expert.

SEO is an investment that can generatesteady traffic and sales. The key islong-term approach and strategic actions.

The most common mistakes in online store positioning

Positioning an online store requires strategy and consistency. However, many e-commerce owners make mistakes that canmake it difficult to achieve high positions in Google Or even harm the site. Here are the most common ones.

Copying content from a competitor or manufacturer

One of the biggest SEO mistakes is copying product descriptions from manufacturers or competing stores.

Why does it hurt?

• Google treats duplicate content as low-quality content and may not index the site or lower its ranking.
• You don't stand out from the competition - if everyone has the same descriptions, you don't give the customer a reason to buy from you.
• Less value for the user - Original, well-written descriptions attract attention and increase conversions.

Solution:

• CreateUnique, engaging product descriptions, which answer customers' questions.
• Uselanguage of benefits, not just dry specifications.

Ignoring technical optimization

Technical optimization is crucial for SEO. Even the best content won't help if the site loads slowly or is poorly organized.

Most common technical problems:

• Slow page loading - Users leave pages that take longer than 3 seconds to load.
• Incorrect indexing - Google does not see some of the products or categories.
• Lack of mobile optimization - Google favors sites tailored for smartphones (Mobile-First Indexing).

Solution:

• Regularly check the site inGoogle Search Console and PageSpeed Insights.
• Optimizepictures, site code and hosting.

Excessive saturation of the site with keywords

In the past, using as many keywords as possible in the text helped with SEO. Todaythis is an error, which can lead to penalties from Google.

Example of erroneous saturation:
"Our sports shoes are the best sports shoes on the market. If you are looking for sports shoes, our sports shoes are perfect for you!"

Solution:

• Usekeywords naturally and focus on user value.
• Usesynonyms and long tail phrases Instead of repeating the same phrase.

No linking strategy

Link building is one of the key elements of SEO, butWithout a well thought out strategy, it may not work.

Most common mistakes:

• No internal linking - Google better indexes stores where the pages are logically related.
• Gaining links from low-quality sites - Links from suspicious directories can hurt rankings.
• Acquiring links too quickly - Google may consider it spam and lower the page rank.

Solution:

• Createinternal linking - E.g., link from the blog to products.
• Getvaluable links From industry blogs, thematic portals and online forums.

SEO trends in e-commerce for the coming years

SEO is changing dynamically. In order to maintain a high position in Google, it is worth keeping track of upcoming trends.

Artificial intelligence and its impact on SEO

Google is increasingly usingArtificial intelligence (AI) and machine learning For website evaluation.

How is AI changing SEO?

• Google's algorithms (e.g.RankBrain) analyze how users interact with search results.
• Quality content is becoming more important than ever - Google recognizes valuable texts and rewards them with higher positions.
• Semantic searches - Google no longer focuses only on exact keyword matching, but onuser intentions.

What to do?

• Create content thatanswer real customer questions.
• Optimize content fornatural language, not just for specific keywords.

Voice search and content optimization for voice assistants

More and more people are using voice search (e.g. Google Assistant, Siri, Alexa).

How to adapt to it?

• Optimize content forquestions and longer phrases (e.g., instead of "running shoes" - "what are the best running shoes for a marathon?").
• Useconversational language - users ask the search engine in a natural way.
• Add FAQs to product pages - Google often displays answers to specific questions directly in search results.

The rise of SXO (SEO + UX).

SXO (Search Experience Optimization) is.a combination of SEO and UX (user experience). Google is increasingly giving a premium to sites that areeasy to use, fast and tailored to users.

SXO elements worth implementing:

• Simple and intuitive interface of the store.
• Quick navigation and easy shopping process.
• Mobile-First Indexing Optimization.
• Well-optimized CTAs and a friendly shopping path.

With SXO, usersare more likely to buy, and Google ranks sites that provide a positive experience higher.

Summary

Key steps to successful store positioning

1. Technical optimization - Loading speed, responsiveness, page structure.
2. Unique content - valuable product descriptions and a blog to support SEO.
3. Linking strategy - valuable backlinks and internal linking.
4. Analysis of results - Monitoring key phrase positions, organic traffic and conversions.
5. Adaptation to new trends - SXO, voice search, AI in SEO.

Encouraging action - "SEO is a process, not a one-time activity".

Positioning an online store iscontinuous process, not a one-time action. Google regularly updates its algorithms, competition is working, and users are changing their shopping behavior. Therefore,SEO requires constant optimization and adjustment of strategies.

Opportunity to consult with an SEO expert

If you want to make sure that your store is properly optimized and works according to the latest Google guidelines, it is worth consulting an SEO specialist. You can also implement some of the measures yourself, using the tips in this guide.

SEO islong-term investment, but well conductedtranslates into stable and organic sales growth In your online store.